Well, this will come as no surprise to OSNews readers, but as outlined in a recent BBC documentary, UK neuroscientists have studied brain scans of hard-core Apple fans and have found that their mental reactions to Apple imagery are quite similar to scans of religious devotees' brains when shown images of their iconography. The DigitalTrends article summarizing the finding singles out Apple users, but I think we all know that, RDF aside, this is not an Apple-only phenomenon.